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Global Brand Strategy: World-Wise Marketing in the Age of Branding

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Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm's market value. Third, they operate as ...

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Global Brand Strategy: World-Wise Marketing in the Age of Branding
2018, Palgrave MacMillan, London

ISBN-13: 9781349956999

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Global Brand Strategy: World-Wise Marketing in the Age of Branding
2017, Palgrave MacMillan, London

ISBN-13: 9781349949939

2017 edition

Hardcover

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